A flatness control system includes a work stand of a finishing line, a plurality of actuators, a flatness measuring device, and a controller. The work stand includes a pair of vertically aligned work rolls. A first work roll of the pair of work rolls includes a plurality of flatness control zones configured to apply a localized pressure to a corresponding region on a substrate. Each actuator corresponds with a one of the plurality of flatness control zones. The flatness measuring device is configured to measure an actual flatness profile of the substrate. The controller is configured to adjust the plurality of actuators such that the localized pressures modify the actual flatness profile to achieve the desired flatness profile at the exit of the stand. The thickness and a length of the substrate remain substantially constant when the substrate exits the work stand.