A giant electronic billboard burst into flames in the center of Times Square on Saturday afternoon.
According to authorities, the FDNY were summoned to tackle the blaze at Three Times Square shortly after 3pm.
Bright flames and thick smoke could be seen shooting out the side of a multi-story billboard above Europa Cafe, located between 43rd and 44th Street on Seventh Avenue.
A giant electronic billboard burst into flames in the center of Times Square on Saturday afternoon
On lookers captured the fearsome fire in action on their cellphones, with several videos posted to social media
No injuries were reported and the fire didn’t spread inside the building, officials say.
The billboard remained in operation throughout the blaze and the fire has since been extinguished.
It featured an Sky Vodka advertisement featured famed Drag Queen Trixie Mattel, prompting an amusing response from the performed.
‘My Times Square billboard is on fire so some of us have real problems. Omg,’ Mattel tweeted.
‘Keep your loved ones close and your billboards closer today,’ she later added.
Bright flames and thick smoke could be seen shooting up the side of the board
FDNY were summoned to Times Square just after 3pm after the fire broke out
The billboard remained in operation throughout the blaze and the fire has since been extinguished
All traffic has been stopped from passing through 42nd street all the way up to 57th street.
‘It’s now basically a pedestrian mall,’ one witness said.
Roads are expected to re-open shortly. The cause of the fire remains under investigation.