I've looked forever on these forums to find out about the "air filter" warning on Panasonic rear projection LCD models. "Contact a service representative" seemed overkill for cleaning/changing an air filter. Since I never could find out where the dang thing was and I was getting the warning message at least once a day (at which point it shuts off), I decided to get serious about it...
I have a Panny pt-50lcx63 so I ordered the service manual from manualsparadise.com for $25 and found where the are! The bad news is that there are actually 2 air filters (foam sponge pads, actually) that sit around the projection unit itself and in order to change them you need to completely remove the 2 largest components through the back cover - the projector assembly and the display assembly. Not a great design but it explains why they require a service call to clean/replace them.
The good news is that the step-by-step instructions in the service manual were extremely detailed and easy to follow. It took about 90 minutes for me to get everything pulled out (my wife was gone, otherwise she would have freaked out) since I was being very careful about everything. It only took about 45 minutes to put everything back together and surprise - everything still worked.
Now I have everything cleaned out inside (it was *very* dirty) and no more air filter warnings. It can be done...
I'm assuming the 44lcx65 is similar in design, but mostly I wanted to post this since I couldn't find anyone that had successfully cleaned these filters yet.
Kevin