File menu > Import > Select File To Import dialog > Files Of Type > VRML (*.WRL, *.WRZ)
You can import VRML 1.0, VRBL, and VRML 2.0/VRML 97 files into 3ds max. The program imports geometry, materials (including diffuse texture maps), lights, perspective cameras and viewpoints, transformations, and grouping nodes created by other VRML tools. Once they are in the software, you can edit, modify, and animate these objects.
The software also imports basic transform animations, such as position, rotation, and scale. Also included are animated color and light. These correspond to the basic animation that is exported by the VRML 1.0/VRBL and VRML97 exporters. Helper objects are not created upon import. Lighting effects are somewhat simplified from the full VRML lighting model.
VRML97 files don't indicate the duration of an animation. If you import animation from a VRML97 file, you might want to set the animation length in 3ds max manually.
More elaborate forms of animation and simulation, including Script nodes, MovieTexture nodes, and sensor nodes, are not supported.
The VRML 1.0 WWW Inline works only if the URL refers to a local file residing in the same folder as the .WRL file. Internet URLs are not supported.

Reset Scene—Deletes any existing scene upon import. If you turn off this option, the imported VRML world is merged into the 3ds max scene.
Turn to 3DS Coordinates—Rotates the imported VRML world from Y, which is "up" in VRML, to Z, which is "up" in 3ds max. If you turn off this option, VRML X, Y, and Z coordinates are imported without change.
Create Primitives—Converts the VRML Box/Cube, Cone, Cylinder, and Sphere nodes to corresponding 3ds max primitives, if possible. If the VRML object has a texture on it, or if only part of the VRML object is to be created, a general triangular mesh object will be created instead. If you turn off this option, 3ds max will convert these objects to triangular mesh objects.
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