I just watched the episode for the first time in at least twenty years.
Back when I was young I didn't get it either, but after years of issues with alcohol I got the message pretty clearly.
This had to be written by a sober alcoholic, it feels like something you would play at a court ordered sobriety seminar.
Anyways, for those of you blessed to not have any predisposition to spirits, I'll try to explain.
He starts out at a bar making a promise every alcoholic believes they will keep. One drink to celebrate, and I will be right home dear. The one turns into ten and you turn into a bullheaded jerk who cannot possibly be wrong.
Eventually you drive yourself home because you still think you're right about everything. This is where I could go into the writer's subtext of the "cunning, baffling disease of alcoholism", but I'll spare you. It's not fun to hear, even when you have to, and you folks don't. If you're curious, there's a book. It's blue. Ask someone, you'll never have a problem getting one for free.
So he crashes, and here's where the spoilers come in. He dies. You could also debate that he doesn't officially die until he "buys the bar". But you could also say he is paying the ferryman to hell. The ghosts in the bar are a mixture of damned souls, all victims of the demon liquor. Some killed under the influence of it, and others were their victims. But all are there due to the same evil.
You can debate whether the bar is hell or purgatory since the victims appear to be bound there every night as well. I think it's Hell, and the victims may be bound by their wrath for the drunks who killed them. The struggle was shown in the eternal arm wrestling contest. I'd imagine there is a lot of that in this bar. Pool contests, fights that never end, etc... The final idea that it really is Hell is the bottles were all empty when he finally realized where he was. For any drunk, one of the most miserable things to imagine is being trapped in a bar without being able to drink. Even sober most of us avoid bars, because the only enjoyment we had in them was while drinking.
Sometimes I doubt your commitment to Sparkle Motion.
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