A week after the Bronx shootings, at 12:30 A.M. on February 8, Coll was using a phone booth at a drug store at Eighth Avenue and 23rd Street in Manhattan. He was reportedly talking to Madden, demanding $50,000 from the gangster under the threat of kidnapping his brother-in-law. Madden kept Coll on the line while it was traced. Three men in a dark limousine soon arrived at the drug store. While one waited in the car, two others stepped out. One man waited outside while the other walked inside the store. The gunman told the cashier, "Keep cool, now", drew a Thompson submachine gun from under his overcoat and opened fire on Coll in the glass phone booth. Coll died instantly. The killers took off in their car. They were chased unsuccessfully up Eighth Avenue by a foot patrolman who had heard the gunshots and commandeered a passing taxi, but the car got away.