Another succinct way of doing this is pandas.DataFrame.clip.
For example:
import pandas as pd
In [20]: df = pd.DataFrame({'a': [-1, 100, -2]})
In [21]: df
Out[21]:
a
0 -1
1 100
2 -2
In [22]: df.clip(lower=0)
Out[22]:
a
0 0
1 100
2 0
There's also df.clip_lower(0)
.