There's something very wrong with the 3DS exportation ...
It looks like there's hidden rotation information, that probably appeared coz u clicked "Reset Transformation", "Align Pivot to..." or something like that, related to the pivot.
If you keep only "Crt_B1", u'll see that it's mis-rotated (it likely stands in the original position you created it).
To remove this problem, it's possible to create a box, transform it in Editable Mesh, attach Crt_B1to it, delete the Box part, & rename the object to Crt_B1 again. U can reposition the Pivot (but it shouldn't be needed anymore with latest version), but if you click "Reset Transform" it'll lead to mis-rotation again.
So currently, with the stuff mis-oriented, the crowd is seen in wrong part of stadium.
The rotation information must likely be somewhere in the .3ds file, as Max can load it correctly, but my 3DS loader doesn't handle it.