We apply basic principles of magma ascent from deep source regions and its eruption into a low-gravity vacuum environment to develop a theoretical treatment of the fluid dynamics and thermodynamics of mare basalt lava flow emplacement and evolution on the Moon. The vacuum conditions influenced the release of volatiles in magma passing through lava fountains, thus controlling the syn- and post-emplacement vesicularity of the resulting deposits. To explain observed lengths and volumes of Mare Imbrium–type flows, high (106–105 m3 s−1) initial magma eruption rates were needed. Combined with low lunar magma viscosity, these caused flows to be initially turbulent. Resulting high radiative heat loss and consequent high crystallization rates caused rapid non-Newtonian rheological evolution and suppression of turbulence at tens of kilometers from vents. Slower cooling rates in the subsequent laminar parts of flows imply distinctive crystal growth rate histories. In a four-phase sequence, (i) initial transient dike-tip gas release followed by (ii) Hawaiian fire fountain activity with efficient volatile loss (iii) transitioned to (iv) Strombolian explosions in a lava lake. Late-stage lava now able to retain volatiles intruded and inflated existing flow deposits after flow front advance ceased. Volatiles forced out of solution by second boiling as lava cooled caused additional inflation. Low gravity and lack of atmospheric pressure commonly produced very vesicular lava. Escape of such lava through cracks in flow crusts is a possible source of ring-moat dome structures; collapse of such lava may explain irregular mare patches.