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Export as 3DS (which should bring across any animations and textures), or as dxf (which doesn't)  and import directly into gmax.  At the very least, your pivot points and part names should transfer correctly. The names should be rechecked because, I believe, that gmax may truncate imported part names.

If your familiar with Rhino you'll have much more control over polygons then in gmax, so polygonate your plane in Rhino. I prefer to export in DXF, because if you make sure that all meshparts that you want to be an object in gmax is on one layer in Rhino and name that layer the name what you need it to be in gmax the DXF converting will create the layers as parts in gmax.
DXF formats only supports triangle's as far as I know so that will sort out itself, better is to create the mesh in Rhino though... I use Rhino2, so not much trouble with animating in Rhino since it doesn't support that much animating..better use gmax for that...