Preheat oven to 350℉.
Spray 9 x 13" pan with non-stick cooking spray.
Place uncooked cinnamon rolls in pan. With 10 rolls, there should be 2 sections of 5 each.
Pour heavy whipping cream in between all of the spaces between rolls. Don't worry if some gets on the top of the dough.
In a mixing bowl combine melted butter, brown sugar, and cinnamon.
Pour the brown sugar mixture over the top of the rolls and spread it evenly across the rolls.
Cover with aluminum foil and bake according to package instructions. Ours called for 23-25 minutes but I ended up removing the foil and letting them brown just slightly.
After removing from oven, spread the glaze that came with the rolls across the top.
Serve, enjoy, and plan on being asked to make this dish every weekend!