I was able to get this to work by using multiple bend deformers (3, actually).
The first bend deformer was used to simply bend up the paper just a little bit.. this allows the paper to roll up on itself with some "thickness". (I used a curvature of .04.. that seemed to work pretty well).
Then the second and third bend deformers were used for opposite rolls. Then for the second and third bend deformers, I gave one a high bound of 0, and the other a low bound of zero. On the one with the high bound of 0, I set the low bound to 10, and the opposite on the other bend deformer. Then set the curvatures up to 10 on each one, and move them apart until the roll looks correct. If you move the bend deformers, you can see the paper unroll.
hope that helps!
-jason
jason schleifer
animator
weta digital