I assume you want to say 3ds max 2010 and if you have purchased 3ds max 2010 from the authorized Autodesk reseller then Pls contact your Reseller with regards to correct serial number.
As for serial number 000-00000000 is used when you want to run software in trial mode for 30 days.
If your order is under processing with Autodesk you will receive the correct serial number soon. Your reseller may have given you this serial number to run the software in trial mode as a temporary solution.
I hope that helps.
Cheers
Anil
Autodesk Product Support
Anil Choudhary
Product Support Specialist
Autodesk, Inc.