Using a serrated knife, cut slices or squares in the bread, leaving the bottom half inch unsliced.
Loosely wrap the bottom third of the bread with foil. This will catch any butter that leaks out. Place the bread onto a baking sheet.
Carefully separate the bread and place chocolate chips into the spaces.
In a small saucepan over low heat, melt the butter. Whisk in the brown sugar and cinnamon until smooth. Pour the butter mixture into the bread spaces, taking care to cover as much bread as you can.
Cover the top of the bread will foil. Bake for 15 minutes. Uncover, and bake an additional 10 minutes. Cool before serving.