File menu > Import > Select File To Import dialog > Files Of Type > 3D Studio (*.3DS)
3DS is the 3D Studio® (DOS) mesh-file format. You can import 3DS files into 3ds Max.
When you import a 3DS file, you can merge the imported objects with the current scene or replace the current scene completely. If you choose to merge the objects with the current scene, you are asked whether you want to reset the length of the animation in the scene to the length of the imported file (if the imported file contains animation).
When you import a 3DS file, the following information is imported:
Subtractive transparency is converted to 3ds Max "Filter" transparency and the filter color is set equal to the diffuse color.
All map channels that are enabled. Map channels that are turned off in the 3DS file do not import into 3ds Max.
All map parameters, including UV transforms, Negative, Mirror, and Rotation. Some Map parameters such as Blur, Luma, RGB, and Alpha work much differently in 3ds Max. These values are converted to new values that produce a similar affect.
When materials with both Texture 1 and Texture 2 are imported, a composite texture is created and added to the Standard material's Diffuse channel.
When you import a PRJ file, all of the above items are imported, plus shapes.
When you import a 3DS file, the following information is not imported:

Merge objects with current scene—Merges imported data with the current scene.
Completely replace current scene—Completely replaces the current scene with the imported data.
Convert units—When turned on, the software assumes units in the imported file to be in inches, and converts them to the current system of units. When turned off, the software assumes the units in the imported file match the current scene unit and doesn't convert the units.