Heat oven to 375°F. In small bowl, mix brown sugar, 1/2 teaspoon of the cinnamon and 1/4 cup butter. Spread mixture in bottom and up sides of 8 (2 3/4x1 1/4-inch) nonstick muffin cups. Sprinkle each cup with 1 tablespoon pecans.
In another small bowl, mix sugar and remaining 1/2 teaspoon cinnamon; set aside. Unroll dough. If using crescent dough, firmly press perforations to seal. Press to form 12x8-inch rectangle. Brush dough with 1 tablespoon melted butter. Sprinkle with sugar mixture and chocolate chips.
Starting with one short side, roll up tightly; pinch edge to seal. With serrated knife, cut into 8 (1-inch) slices. Place each slice, cut side down, over pecans in muffin cup.
Bake 15 to 20 minutes or until deep golden brown. Immediately turn rolls upside down onto serving platter. Cool 10 minutes. Serve warm.