In hell, there is no time. You are frozen in a single condensed instant. Your body will burn, but it will continually burn because no time is passing. By burn, I mean that you will feel like you are just being engulfed in flame for all eternity.
So yea, Vladimir's right.
And I take it as a no that there is no fire in hell that is equal to that of a fire on earth? Well then, so much for trying to "cool down the fires."