The Kodak Instamatic 104 camera (1961)

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To load it is to love it.

People used to hate to load their cameras.

So we launched the instant-loading Kodak Instamatic cameras. No more threading. Just drop in the film and shoot. And your pictures come out good and clear, picture after picture. Color or black-and-white.

Indoors, just pop on one of those handy little flashcubes and take four flash pictures without touching a bulb.

Choose from a wide range of Kodak Instamatic camera models. The 104, shown here, comes in a complete color outfit, including Kodacolor-X film and flashcube, for less than $20.

Load it. You’ll love it.


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