Preheat your oven to 375°F (190°C) and line a baking sheet with parchment paper.
In a medium bowl, combine the softened cream cheese, powdered sugar, and vanilla extract. Mix until smooth and creamy.
Unroll the crescent roll dough on a lightly floured surface. Pinch the seams together to create a solid rectangle.
Spread the cream cheese mixture evenly over the dough, leaving a small border around the edges.
Drop spoonfuls of blueberry pie filling or fresh blueberries over the cream cheese layer, spreading them out slightly.
Starting from one long edge, carefully roll the dough into a tight log. Pinch the edges to seal the roll.
Slice the roll into 1-inch pieces and arrange them cut-side up on the prepared baking sheet.
In a small bowl, mix the granulated sugar and cinnamon together. Sprinkle this mixture over the rolls.
Bake in the preheated oven for 15-20 minutes or until the rolls are golden brown and puffed.
Remove from the oven and brush the tops with melted butter for a beautiful shine.
