Very few people used 35mm film cameras before the Instamatic came out. They all used roll film, either 120/620, 127 or 828. Loading the brownie cameras of the day was troublesome because the paper rolls could easily unravel and ruin the whole roll.
As a kid, it was my job to reload the family camera which I would take to the darkest closet and remove the old film and install the new. I loved licking the paper tape and sealing the exposed film nice and tight.
I have an Instamatic 104 that is loaded now with unperforated Kodak Portra 160NC film. For some reason it won't fire the flash cubes, even with new batteries.
I get a lot of great reaction from people when I take the Instamatic out for a day of shooting.