Preheat the oven to 350 degrees F. Grease a 9x13-inch baking dish with butter or non-stick spray. Slice the Hawaiian rolls in half horizontally, separating the tops and bottoms.
In a bowl combine the softened butter, sugar, and cinnamon. Stir together until well combined.
Spread ¾ of the butter mixture over the bottom half of the rolls. Place the top half of the rolls on top.
Spread remaining butter mixture over the top of the rolls.
Cover the dish with foil and place in the oven to bake for 20 minutes.
While the cinnamon rolls bake prepare the cream cheese frosting. In a large bowl combine the butter and powdered sugar. Use a hand mixer or stand mixer to whisk together.
Add the cream cheese and vanilla extract and continue to whisk for 2 minutes or until fully combined and fluffy.
After 20 minutes remove the foil from the dish and continue to bake for 10 more minutes.
When the rolls finish baking remove from oven and let res for 5 minutes before spreading the cream cheese frosting on top.