Making the Rolls:

1. In a detached bowl of an electric mix, whisk together yeast, water and a pinch of sugar. Set aside until the mixture is foamy, about 10 minutes.

2. Attach the bowl to a mixer fitted with the dough-hook attachment. On low speed, add 7 tablespoons melted butter, milk, salt, remaining 3 tablespoons sugar and eggs. Slowly add enough flour to make a sticky dough. Brush the inside of a mixing bowl with butter. Place the dough in that bowl. Cover it with buttered plastic wrap. Set aside until doubled in size, about 2 1/2 hours.

3. Generously brush a 9-by-13-inch baking pan with butter. Turn the dough out onto a floured work surface. Roll into a 12-by16-inch rectangle. Brush dough generously with 3 tablespoons melted butter. Using a pizza wheel or a sharp knife, cut dough into six equal strips lengthwise. Cut dough crosswise into four equal sections. You will have twenty-four elongated rectangles. Fold each rectangle in half and place in prepared baking pan, four across and six down. Brush the tops with the remaining 3 tablespoons melted butter. Cover pan with buttered plastic wrap. Set aside to rise until dough does not spring back when pressed with a finger, 25 to 30 minutes.

4. Heat oven to 350 degrees. Bake until golden, 35 to 40 minutes. Cool for at least 5 minutes before turning out of the pan.