An apparatus for changing packaging material rolls (332, 342) on a stretch wrapping machine having a packaging material dispenser including a packaging material roll carrier and a plurality of rollers (352, 354, 356, 358) configured to dispense a web of packaging material from a roll (332, 342) of packaging material loaded onto the packaging material roll carrier, the apparatus comprising: a packaging material roll support configured to support a replacement roll of packaging material for loading onto the packaging material roll carrier during a roll change operation; a packaging material guide assembly defining at least one receptacle for receiving the plurality of rollers (352, 354, 356, 358) of the packaging material dispenser during at least a portion of the roll change operation, the packaging material guide assembly including: first and second support members (346, 348) disposed on opposite sides of the at least one receptacle, each of the first and second support members (346, 348) including at least one guide member (360, 362) configured to engage a portion of a leading end of a web of packaging material from the replacement roll of packaging material when the replacement roll of packaging material is supported on the packaging material roll support; characterized in that the apparatus further comprises a release mechanism coupled to the first and second support members (346, 348) adapted to move the first and second support members (346, 348) from a supporting position to a release position, wherein the first and second support members (346, 348) in the supporting position are positioned to support the leading end of the web in a tortuous path corresponding to a winding of packaging material through the plurality of rollers (352, 354, 356, 358), wherein the first and second support members (346, 348) in the release position are positioned to disengage the at least one guide member (360, 362) thereof from the leading end of the web, and wherein the release mechanism is configured to move each of the first and second support members (346, 348) between the supporting and release positions at least partially through movement about respective first and second axes. a packaging material roll support configured to support a replacement roll of packaging material for loading onto the packaging material roll carrier during a roll change operation; a packaging material guide assembly defining at least one receptacle for receiving the plurality of rollers (352, 354, 356, 358) of the packaging material dispenser during at least a portion of the roll change operation, the packaging material guide assembly including: first and second support members (346, 348) disposed on opposite sides of the at least one receptacle, each of the first and second support members (346, 348) including at least one guide member (360, 362) configured to engage a portion of a leading end of a web of packaging material from the replacement roll of packaging material when the replacement roll of packaging material is supported on the packaging material roll support; characterized in that the apparatus further comprises a release mechanism coupled to the first and second support members (346, 348) adapted to move the first and second support members (346, 348) from a supporting position to a release position, wherein the first and second support members (346, 348) in the supporting position are positioned to support the leading end of the web in a tortuous path corresponding to a winding of packaging material through the plurality of rollers (352, 354, 356, 358), wherein the first and second support members (346, 348) in the release position are positioned to disengage the at least one guide member (360, 362) thereof from the leading end of the web, and wherein the release mechanism is configured to move each of the first and second support members (346, 348) between the supporting and release positions at least partially through movement about respective first and second axes. first and second support members (346, 348) disposed on opposite sides of the at least one receptacle, each of the first and second support members (346, 348) including at least one guide member (360, 362) configured to engage a portion of a leading end of a web of packaging material from the replacement roll of packaging material when the replacement roll of packaging material is supported on the packaging material roll support;