A coated roller for transportation and stretching of plastic film web during load unitization, and a process for preparation of the coated roller. A cylindrical metallic roller core is pitted by blasting, then primed, heated and immersed in a room-temperature liquid plastisol comprising vinyl particles dissolved in a plasticizer. The plastisol accumulates on the hot metal to a depth determined by immersion time. After removal, curing and cooling the coated core is machined by lathe to expose a cellular infrastructure and achieve a cylindrical coating coaxial with the core. The coated roller exhibits superior durability, resistance to tackifier additive buildup, and resistance to circumferential web slippage during web stretch between two rollers in a film path from a supply roll to a load being wrapped.