Butter a 9 x 13 baking pan and set aside. (if making one batch you will need an extra smaller pan for the extra rolls)
Using your rolling pin stretch the dough until it is approximately 15 x 24 inch rectangle. Perfection not necessary it will just help the rolls on the end be fuller.
Brush the softened butter over the whole surface of the rectangle dough, it is ok if you have more remaining reserve and we will use it soon.
Mix the Cinnamon and Sugar together in a small bowl and make sure to removed or crush any clumps.
Then sprinkle the mixture over the dough, leave an inch of border so that the filling doesn't fall out when we roll up the dough.
If you have extra melted butter put on top of the cinnamon rolls.
Starting with the long edge, roll up the dough (don't roll too tight it will cause the cinnamon centers to pop up when baking) and pinch the seam to seal (see notes for a great video that shows you how to roll up cinnamon roll)
With a serrated knife lightly mark out where you are going to cut the cinnamon roll log, shoot for 1 1/2 inch section. Should be around 15 rolls (the ends might be smaller).
Place the cut side up on the baking pan that was already buttered.
The unbaked cinnamon rolls shouldn't touch before they rise and are baked. Don't pack them together, they need room to expand.