you can change the scaling of your texture in the material editor. but it even better to use textporter wich is a free plug in export the UVW coordinates of an object.
you first unwrap the objects uvw coordinates (tutorials about this all over the web) and use texporter to export them as a bmp file.
then use photoshop to fill in the texture map and scale your photographs in it.
send it back to 3DS max by aplying the new bmp to the material of this object. then use the standard UVW tool in max to do some minor changes on the coordinates self.
good luck.
tank you,
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LORD_GARFIELD
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