You can do VRML, although its really not supported well.
I would use something like Unity3D
] to do this. Then the user just has to install a plug-in and they can run your app. You can also publish on multiple platforms (iOS, Android) without much additional work. Scripting is done in C# and its very intuitive. You can import 3DS Max models and use them in your scene. Best of all, its free.