Long time Max user (and dear friend of mine) Greg Davis has helped Mike Gordon of Phish fame put together an ambitious touring live show that uses Max. They hit the road a few weeks ago in support of Gordon's new album, Overstep. Greg's massive Max patch takes live samples of the band performing, and maps the captured audio snippets to a touch-sensitive "keyboard" along the front of the stage, which concert-goers can interact with during parts of the show. You can read more about the tour and Greg's contributions over at Wired.
Be sure to check out Greg's music as well, he has been a huge inspiration to me over the years.