Hive substitutes variables as is and does not execute them. Use shell wrapper script to get result into variable and pass it to your Hive script.
maximo=$(hive -e "set hive.cli.print.header=false; select max(var) from table;")
hive -hiveconf "maximo"="$maximo" -f your_hive_script.hql
And after this inside your script you can use select '${hiveconf:maximo}'