The words either "royal beating" or the word "beating" is repeated four times in the first four sentences and fragments. Not only does this create a very specific attitude regarding the text, one of fear and violence, it can also evoke very specific emotions for a reader who has knowledge of what a "royal beating" feels like or is. The repetition serves as a blatant, in-your-face, image. There is no question as to what the text it talking about.
Therefore, the opening of the text serves as a attention grabber. There is no leading into the violence depicted. Instead, it slaps the reader in the face as soon as the story begins.