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“Turn To Page 394” is a line used by Alan Rickman’s character, Severus Snape in the film series, Harry Potter, where the phrase features frequently in a particular scene.
On June 4th, 2004, the 3rd installment of the Harry Potter series, Harry Potter And The Prisoner Of Azkaban was released.(Released May 31, 2004 in the UK) In this movie, Severus Snape, played by Alan Rickman, enters his class in a hurry, closing the windows behind him,and telling the students to turn to page 394 in their books. Harry Potter then asks him why Professor Remus Lupin, who usually teaches the class isn’t teaching the class. Snape answer by saying that it isn’t his concern and reminds him to turn to page 394.
This meme has spread, mainly, through Tumblr and Facebook, to whom Harry Potter is a familiar subject.
As with other memes of the same kind, it has spread to other meme iteraations, including “Keep Calm and Carry on”, and “Y U NO”
Search queries for “turn to page 394” saw a sharp peak in July 2011. Online interest slumped a little but have stayed at stable levels.