The incident just before 10 p.m. led people to believe it was gunshots.
[Ads /]
People began to run and even shelter in stores.
There were no shots fired but the loud noise did cause a great deal of alarm following the mass shootings over the weekend in El Paso and Dayton.
"All of a sudden I heard this kind of muffled pop and said what was that, and I looked over and there was just a sea of people running," said witness Dylan Probert. "I had one or two seconds to think, is this really happening?"
[Ads /]
The NYPD received multiple 911 calls but tweeted that there was no active shooter, saying "Please don't panic. The Times Square area is very safe!"
According to a customer, the Disney store directed customers to the back as a precautionary measure.
There have been no reports of any injuries from the incident.