Preheat oven to 400°. Carefully hollow out each roll, leaving a 1/2-in. shell (save removed bread for another use). Spread inside of rolls with butter. In a large bowl, combine the crab, cheese, celery, mayonnaise, parsley, seafood seasoning if desired, and paprika; divide between rolls. Wrap each in foil and place on a baking sheet. Bake until cheese is melted, 15-20 minutes.
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