Grease 3 (9-inch) cake pans with melted butter, set aside.
Heavily flour a large, clean work surface. Lightly punch down the dough and scrape out onto the countertop. Using floured hands, and a floured rolling pin, press and roll the dough into a rectangle at least 30-inches wide and about 18 to 20-inches deep. The dough will be very thin.
Brush 12 tablespoons of melted butter over the surface of the dough, leaving a 1-inch border along the 30-inch side farthest away from you.
Sprinkle ⅔ cup of sugar over the butter layer, followed by the ground cinnamon.
Roll the dough into a log starting at the 30-inch side closest to you. Gently pull the dough toward you, then tuck and roll, and repeat, keeping it pretty tight as you go. Next, pinch the seams to seal.
Using a ruler as a guide, cut the rolls into (30) 1-inch slices. You can use a large, thin, sharp knife to cut the rolls, or a long piece of dental floss works very well, too. Place the rolls, cut side down, into the prepared pans.
Preheat oven to 375° F.
Let the rolls rise in a warm location for 30 to 40 minutes. Once risen, the unbaked rolls should be puffed and smooth. To ensure the rolls have risen properly, gently press the edge of a roll with a knuckle. If the dough does not quickly and completely fill back into the depression, the rolls are ready. Bake at 375° F until light golden brown, about 15 to 20 minutes.
Transfer the pans to a rack to cool while preparing the frosting.