Profits were harder to come by in the 1840s, as more playhouses sprung up in New York. Hamblin staged more effects-driven melodrama and later increased bookings of circus acts, minstrel shows, and other variety entertainments. The Bowery burned down once more in April 1845. This time, Hamblin had fire insurance, and he rebuilt with an eye toward appealing to a more upscale patronage and to staging more spectacular melodrama. The theatre now seated 4,000 and with a stage square, secured its place as one of the largest playhouses in the world. The architect and builder of the new theatre was John M. Trimble. Hamblin left the management to A. W. Jackson, though Jackson and later managers largely upheld Hamblin's emphasis on melodrama and visual splendor. Hamblin died in January 1853, and the theatre remained in his family until 1867.